Celsius Leaps Over Olympic Hurdles
For brands looking to align with the Olympics, the journey often involves navigating numerous hurdles—both financial and regulatory. Official Olympic sponsorships through the International Olympic Committee’s (IOC) Olympic Partner Programme are prohibitively expensive, often costing hundreds of millions of dollars. However, many brands have figured out workarounds in the past. Nike, Gatorade, GoPro, and Under Armour are among the companies that have successfully found ways to sidestep these obstacles and still capitalize on the Olympic buzz. Following in their footsteps, energy drink company Celsius is poised to leverage similar strategies in the upcoming games.
Instead of seeking official Olympic partner status, Celsius focuses on building relationships with athletes themselves. This approach allows the brand to enhance its credibility and visibility without the enormous expense associated with official sponsorships. As Celsius CMO Kyle Watson explains, “If you’re really thinking about how to more authentically tie your brand into this space, it is through these athletes, because that’s what the entire thing is all about.”
By working directly with athletes, Celsius can maintain a presence in the Olympic conversation without infringing on Rule 40 of the Olympic Charter, which restricts what marketers and athletes can do during the "Games Period." Rule 40 aims to protect the exclusivity of official Olympic sponsors by limiting athletes' promotional activities for non-official sponsors during the Olympics, thereby ensuring the focus remains on athletic performance rather than commercial interests.
Celsius has leveraged their experience with Rule 40 from a past partnership with Olympic snowboarder Shaun White, gaining permission under the Personal Sponsorship clause. This knowledge helps them stay compliant while making an impact. For the upcoming Paris Games, Celsius has launched a campaign featuring Noah Lyles, a bronze medalist from the Tokyo Games, well before the blackout period. The campaign includes a 15-second TV spot airing on platforms like Peacock, Fubo, and Hulu, ensuring brand visibility leading up to and during the Games.
Drawing inspiration from Nike's innovative "Find Your Greatness Campaign" during the 2012 London Olympics, which creatively countered Adidas's significant budget with a focus on individual achievement, Celsius adopts a similar strategy. The energy drink company leverages the stories and achievements of individual athletes to connect authentically with consumers. This approach allows Celsius to distinguish itself in a landscape dominated by brands with massive sponsorship budgets. By forging enduring partnerships with athletes like Lyles, Tara Davis-Woodhall, Hunter Woodhall, Fred Richard, and Konnor McClain, Celsius not only promotes its products but also aligns its brand with top-tier athletic performance. These partnerships add credibility and authenticity to Celsius’s endorsements, reflecting its commitment to supporting athletes beyond mere sponsorship deals.
Via Celsius
Celsius is not solely focused on whether their athlete partners make it to the Games. Watson emphasizes that it’s more about the journey and the athletes' potential to compete at this level. This approach underscores the brand’s commitment to supporting athletes' overall careers and personal stories, not just their Olympic performances.
By focusing on authentic athlete relationships and strategic marketing, Celsius enhances brand awareness and credibility on the Olympic stage without the high costs of official sponsorships. This approach aligns Celsius with values of athletic excellence and personal achievement, distinguishing it from competitors reliant on traditional sponsorship models. Stay updated with SparkShoppe for all the latest marketing news surrounding the Paris Olympic Games.
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